Author: Huang, Xin
Title: Core marketing subjects in an e-hospitality program from an industrial perspective
Advisors: Law, Rob (SHTM)
Degree: DHTM
Year: 2018
Subject: Hong Kong Polytechnic University -- Dissertations
Hotel management -- Study and teaching -- China -- Hong Kong
Hospitality industry -- Study and teaching -- China -- Hong Kong
Department: School of Hotel and Tourism Management
Pages: xiii, 179 pages
Language: English
Abstract: Internet applications continue to expand at an unprecedented speed. Hospitality tertiary education is the most important component of industry innovation and requires updating. To do this, traditional hospitality education programs in tertiary institutions should remain current with trends and technological advances and adopt programs like e-Hospitality programs. This research aims to identify core subjects in an e-Hospitality program and develop a suitable approach to design those subjects for use in e-Hospitality. Qualitative methodologies were used in this study. In-depth interviews were conducted to identify the major application, goals, and learning outcomes of e-Hospitality programs from the industrial perspective. Next, focus group discussions were conducted to identify the core subjects from the perspective of current working processes. Finally, content analysis was performed based on secondary data collected from hospitality e-Marketing efforts and internship programs to confirm the core subjects and learning outcomes based on the perspectives of students in these programs. The findings revealed interdisciplinary, cross-disciplinary, and multidisciplinary features of e-Hospitality, and a new IPO approach to design an e-Hospitality curriculum and determine the included subjects is proposed. The subjects of theoretical knowledge are considered the I-Input, the subjects of application tools are part of the P-Process, and the subjects of task-oriented practical learning are the O-Output. The proposal of the new curriculum design approach utilizes the IPO Model to conduct the curriculum design selection and sequence of subject units, to not only propose a creative direction for hospitality tertiary education schools, but also provides specific methods and suggestions. This study has made a significant contribution to construct a new design model of combining theories and practices based on procedure and action in a real working environment. Especially for the Application-oriented undergraduate education, this study provides a new orientation to improve hospitality programs and close the gap between industrial demands and tertiary program development. This study also serves as a guideline and framework for e-Marketing strategy and planning for the hospitality industry from a full range of angles.
Rights: All rights reserved
Access: restricted access

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